ABSTRACT
The growth of e-commerce and technology has brought about a revolution in the world of business. This has led to significant changes in customer and marketing management and the online customer experience. The hotel industry has also transformed with the emergence of online booking systems, providing travelers with a wider range of destination options and allowing them to choose hotels that cater to their specific needs. However, travelers do not base their decisions solely on the hotel’s descriptions. They usually read reviews shared by previous travelers on booking sites before making their final choice.
Customer experience management applied to text mining technology attracts a lot of attention because the number of online reviews of guests’ experiences is difficult to exploit manually. A number of researches in this area have been developed. Still, they lack a general framework of guest experience management that can apply text mining techniques to mine meaningful information from online reviews. This study proposes a general framework for analyzing customer experience from online reviews in the hotel industry that was developed based on some recent studies. In this framework, text mining techniques are also described to explore the collected data. Results show that the satisfaction of guests with Vietnamese hotels reaches 82.89%, and based on analysis, the hotel rating, in customer’s opinion, is down to 0.5 stars when compared with the national standards rating.
